When planning media events for new hotel openings or ship inaugurals, finding a news hook is always the primary goal, and such was the case for the introduction of the Chateau oceanfront resort at Miami Beach.

We suggested — and the owner complied — with a 24-hour hiring of a noted chef whose newsworthiness (and price) was recently enhanced when he won a major TV game show. The Miami Herald readily agreed to send a photographer to photograph the introduction, and sure enough the following day’s edition prominently carried a four-column photo of the event.

The caption reported “… at a Miami Beach hotel” without naming the property.

Needless to say, the owner did not extend the contract.